Quartz chasing quality with its videos

Kelly Liyakasa of AdExchanger interviewed Solana Pyne, Quartz’s executive video producer, about its goals with its videos.

Here is an excerpt:

AdExchanger: Where is Quartz Video growing?

SOLANA PYNE: When we began, we were a small, three-person lab publishing directly to Facebook because that was a source of lots of traffic for us. It seemed like a natural place to experiment, figure out what is the voice of Quartz Video and get that immediate feedback from our audience. We had some success there with short videos that worked in the news feed, which didn’t prioritize sound.

Then, as we got bigger – we’re now at nine people and an intern – we wanted to build on what we learned about storytelling from Facebook and try these longer-form, mini-documentary series.

Are you finding more payoff with short- or long-form?

PYNE: Everyone we hire can shoot, narrate, edit and report. We think about (video) production much like the newsroom does, which is to say we want our reporters to be thinking about the short and long at the same time, so we don’t have anybody dedicated to a single platform or format.

Read more here.